The Truth About Marketing Analytics with Sid Malhotra, EVP at Snap | Ep. 368

Your analytics might be lying to you. Snap’s EVP Sid Malhotra joins Daniel to unpack what marketers still get wrong about measurement, why last-click thinking is failing modern buyers, and how to build smarter growth systems in a world where customers don’t follow clean conversion paths anymore.Sid shares why Snapchat’s nearly one-billion-person audience behaves differently than other platforms, why so many of your future customers aren’t on Meta or Google, and how marketers can finally fix the hidden gaps in attribution…including the “Hot Wheels Problem” that explains why your analytics are lying to you. You’ll learn: > Why your next best customer is probably not where you think > How impressions, long-form content, and non-click behavior actually drive purchases > The exact 3-step playbook for testing a new channel like Snapchat If you're planning holiday spend, testing new channels for 2025, or trying to make sense of modern attribution, this episode is for you.  Optimizely helps thousands of brands create, personalize, and optimize exceptional digital experiences. See how Optimizely Opal, our AI agent orchestration platform, automates real marketing work and helps teams scale their impact at optimizely.com Follow Sid: LinkedIn: https://www.linkedin.com/in/malhotrasidharth/ Follow Daniel: LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing/ Sign up for The Marketing Millennials newsletter: https://themarketingmillennials.com/ Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: https://workweek.com/